In part 1, I outlined four powerful ways to maximize your blog posts. You can create videos, design infographics, use different facts and anecdotes from the content to create a series of social shares, and compose new content around offshoot topics to provide contextual inbound links and maximize the value of each blog post.
In part 2, we’ll take a look at five additional ways that a great blog post can be used to generate more clout, conversation, traffic, and ROI.
1. Guest Posting as an Expert
Easier said than done, guest posting has become one of the toughest things to do. It’s easy to get in when you approach an emerging blog or low-quality website, but webmasters of high-quality, unique, and highly informative websites are understandably wary of granting new guest blogging requests.
It’s quite obvious why. They have an established reputation, they value every one of their readers, and they want to push only the best content available.
When you consistently publish high-quality posts on your blog — ideally peppered with images, infographics, videos, or other media like Slideshare slide decks — you’re building a strong portfolio that can be referenced when you pitch for a guest blogging opportunity. Remember, we talked about guest blogging when we spoke about offshoot topics (item #4 in part 1). This is different.
The best way to maximize your blog post is by using it to pitch for a guest blogging opportunity. And what’s interesting is that in many cases, you can actually write on the same topic as your original blog post (although you’ll want to approach it from a different angle).
2. Create Slides / Presentations
Information that can be provided in chunks goes down well. It’s received easily. Slides and presentations are fine examples of this kind of information delivery. But of course, you’ve got to do them correctly.
As an example, this very article could be converted into a beautiful slide deck presentation, and I could use it to share on websites that accept slide deck presentations, like Slideshare.
This wouldn’t require much extra time to do. All the research and content has already been done. I’d simply re-purpose the content into a different format — in this case, slides — and I could then use those as a new form of content to spread the word across additional, new media channels, thereby extending my reach and audience.
Creating slides from great content that can be cut into chunks is a seriously underrated tactic.
3. eBooks, Reports, Emails
Another method of re-purposing content is a surprisingly old one: create eBooks out of existing content. Tie up several blog posts around a particular topic and create a PDF out of it. Or, follow the same principle as in item #2 above (slides / presentations), and create a PDF out of that.
This strategy can be used not just to lure more people to your website, but also to collect emails and facilitate social sharing. Interestingly, this practice has also been modified of late to create a series of posts and then send them out via email on a steady and regular basis — as weekly or daily lessons.
Again, as an example, I could create a free nine-part course out of these two articles on maximizing your blog post, and use them as bait to attract potential customers.
4. Do Interviews
No matter what topic you might want to address, there are experts out there who’ve been doing it for long time, better, or in an innovative way. If you can catch up with one them and get him or her to do an interview, you’ve got another piece of high-quality content (whether as video, audio, or text) that will be helpful for your readers / target market.
In the age of interconnectedness, Twitter, and email, there’s really nothing to stop you from reaching out to these experts. You might be surprised by how many of them are more than eager to share valuable information — and not because they want to get their names published. They are genuinely willing to help!
I did an interview with Neil Patel discussing link building in 2013. Here it is:
If you can do video interviews, you’ve got a gold mine: you can share the video on blogs, you can transcribe the interview and come up with a blog post, and you can also go on to create slides, short reports, and possibly even clips of edited video that are short (so people are again motivated to look at it).
5. Generate Conversation / Debate
This one can be a little challenging.
Some websites use each new blog post to generate conversations on their forums as soon as it is published. Examples include AppleInsider and MacRumors, which use a comment+forum post system. You can replicate that if you have an active forum or discussion board where people take notice of new posts.
There are other ways to generate a conversation, though. You have websites like Inbound.org (for inbound marketing-related topics) and HackerNews (which tackles tech-related topics). Almost every niche has a popular discussion board of some sort where the brightest of minds in the field meet up. Share your blog posts here, not just for traffic or links, but for genuine conversations. These can help you refine your blog posts, as well, which may be the most useful and productive effect they can have for you.
So there you go. One blog post can actually serve as the staple for nearly a month’s worth of activity that creates enormous value around it. Ultimately, you have to keep your readers in mind every time you create something: Is it truly useful for your readers / target market without being repetitive?
If the answer is yes, you’ve hit the jackpot.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.